This event report discusses how Diageo and Suzuki are developing their advertising strategies in Australia, with a particular focus on television. View Summary

This event report discusses how Diageo and Suzuki are developing their advertising strategies in Australia, with a particular focus on television. The advent of "event TV" - based around high-quality programming content that has become appointment viewing - has encouraged a renaissance of this channel in the recent past. Having previously decided to reduce its television expenditure drastically, Diageo is now planning to ramp up its outlay in a bid to boost frequency among its occasional customers. Suzuki, on the other hand, has continued to invest in this medium, and is now looking at ways to maximize the return from this spending.

This best practice paper outlines five tactics that marketers of alcoholic drinks can employ to differentiate themselves in market and achieve a premium price positioning. View Summary

This best practice paper outlines five tactics that marketers of alcoholic drinks can employ to differentiate themselves in market and achieve a premium price positioning. These include the use of: trendy ingredients; celebrity endorsement; engagement via events and social media; stylish packaging; and exclusivity.

4

A short history of alcopops

Includes video content

Recommended by Warc editors

Trends

Best Practice

Tony Scouller, Admap, March 1997

Discusses the development of and the future prospects for the `alcopops' market. What the product is, how it started, who is drinking it, how it may be changing habits, who is competing. View Summary

Discusses the development of and the future prospects for the `alcopops' market. What the product is, how it started, who is drinking it, how it may be changing habits, who is competing. The market is enormous and growing. The author believes that there is a long-term market, in tune with the changing drinking habits and requirements of the younger generation.